Abstract

This article presents a framework for developing and designing a business model to target the 'bottom of the pyramid' (BoP) population. Using blue ocean strategy and business model literature, integrated with research on the BoP, the framework offers a systematic approach for organisations to analyse and understand all aspects of the BoP and their environment, and then design a business model that minimises the risk of failure and fulfils the core requirements of the BoP.

A case study on Capitec Bank demonstrates how the framework can be applied to the real world. The case study shows the practical examples that Capitec uses to target the BoP successfully, and the logic behind these actions. Further validation was done through interviews with experts in the relevant fields used in this study.